Crunk rebrands after Portman ban

17 February, 2012

Alcoholic energy drink Crunk Juce is set to relaunch as Crunk CJ after the Portman Group banned it in its original format. 

Crunk Juce was originally released in a 56.8cl can which, at 12% abv, contained 6.8 units of alcohol – well over the government’s recommended daily intake for men. 

The Portman Group said it wasn’t clear enough from the packaging that the drink was alcoholic.

New Crunk CJ is to be released in a 47.3cl can, which at 8.45% abv will contain four units of alcohol – just within the government’s maximum recommendation for men, but above that for women.

The product is to retail for £5.49 a can, which works out at £1.37 per unit.

Marc Patch of GM Global Associates, which distributes the US-made drink in the UK, said he had been working with the Portman Group to adjust the product for the market.

It is launching a new flavour – Lemon & Lime – to sit alongside Grape and Fruit Punch flavours. Watermelon flavour has been discontinued.

GM Global is in talks with a number of wholesalers and has some national listings lined up. Patch said there was a great deal of interest in the new product, after a successful launch of the original version last year.

“People have gone crazy for it,” he said. “In one off-licence in Southampton on a Saturday night, about 80% of the people walked out with a can of Crunk.

“There is a new culture now being built around alcoholic energy drinks, and with Crunk being the first in the UK it’s created that effect – people want that style of product.”

The new version will be launched in southern England and the M4 corridor in March.

One of the Portman complaints was that Crunk was supposed to mean “crazy drunk” – but Patch said the word was actually a US slang term which is the name for a style of hip-hop, as well as meaning “upbeat” and “feeling good”.

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